Advertising Media - Publications - Faculty & Research

01 Oct 2002
News

Thinking Outside the Centerfold

Hicks: showcasing cars, marketing "Truth." Photo courtesy Jeff Hicks With a slumping economy and an increasing number of communications outlets competing for diminishing advertising dollars, media companies... View Details

01 Dec 2013
News

14 for '14

consumer data, expect social platforms to grab media dollars from TV budgets and to drive e-commerce sales. Facebook continues to grow but look for Google to get more aggressive by leveraging YouTube and Google+." —Walter Delph (MBA... View Details

Keywords: Arts, Entertainment; Finance; Government; Information; Retail Trade

Robert E. (Ted) Turner

Taking over his father’s outdoor advertising company in 1963, he immediately began expanding it beyond its core billboard business, acquiring Atlanta television’s Channel 17. Securing programming from national networks, showing “light... View Details

Keywords: Entertainment & Broadcast Media

05 Aug 2015
News

Bringing New Life to an Iconic Magazine

the organization (now operating as the Advisory Board Company and Corporate Executive Board) employs more than 6,500 people and generates annual revenues approaching $1.5 billion. While he didn’t fulfill his political dreams, Bradley realized that View Details

Harry Chandler

Times led all other American newspapers in advertising space and amount of classified ads. Under Chandler’s leadership, the Times was also the first newspaper in the country to establish a personnel department, and one of the first to... View Details

Keywords: Publishing & Print Media

14 Feb 2005
Research & Ideas

Desktop Search and Revenue Streams

panelists where search competitors could gain the most distinct advantage. "I think for us at Yahoo right now, we see an opportunity in helping users manage their personal information," said Bradley Horowitz, director of Yahoo's View Details

Keywords: by Julie Jette

01 Dec 2017
News

2017 in Media: Courting the Cord-Cutters

When the phenomenon of cord-cutting— dropping a cable subscription in favor of one or more online streaming services—started attracting media attention a couple of years ago, the TV industry didn’t respond quickly. Cord-cutters were a... View Details

Keywords: Laura Martin (MBA 1983) , entertainment and internet analyst, Needham & Company

01 Jan 2007
News

Sir Martin S. Sorrell, MBA 1968

a current client and supplier, Google, which has shown an interest in expanding its reach beyond online search advertising and aims to use the entire gamut of video, audio, and print media to create View Details

01 Sep 2015
News

In My Humble Opinion: Keith Clinkscales (MBA 1990)

Keith Clinkscales (MBA 1990) began his 25-year media career at Vibe, a magazine founded by producer and musician Quincy Jones, before heading up Vanguarde Media, publisher of Heart & Soul, Honey, and Savoy magazines. “No matter what the... View Details

Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

03 Nov 2003
Research & Ideas

Making Money Making Movies

investigates the drivers of success and failure of media and entertainment products such as motion pictures and video games. Her paper, "Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case... View Details

Keywords: by Manda Salls; Entertainment & Recreation; Motion Pictures & Video

10 Jul 2000
Research & Ideas

Cable TV: From Community Antennas to Wired Cities

many diversified media companies viewed entry into cable as a hedge: they believed that their newspaper readership and broadcasting audiences might decline over time due to competition with cable, and wanted to reduce their dependence on... View Details

Keywords: by Thomas R. Eisenmann; Media & Broadcasting; Media & Broadcasting; Media & Broadcasting

01 Dec 2011
News

Inside MTV’s Global Fame

tremendous risk,” he writes. “We were the only media company going local throughout the world, and it was the key to our success.” Roedy, a former nuclear missile–base commander, created an entrepreneurial, innovative organization with a... View Details

Keywords: Sean Silverthorne; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

06 Dec 2021
News

What's the Word?

She·sesh·un (noun) Ly·ing flat (verb) Post·cook·ie (adj.) Bi·o·rev·o·loo·shun (noun) Dig·i·tul no·mad (noun) Di·ver·si·ty wa·shing (verb) Meem Stock (noun) When the price of supposedly “dull” stocks like BlackBerry and GameStop hit the roof earlier this year, driven by... View Details

Keywords: Julia Hanna; illustrations by Martha Rich; Manufacturing; Finance; News, Library, Internet, and Other Services; Information

14 Sep 2016
Research & Ideas

Web Surfers Have a Schedule and Stick to It

is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre... View Details

Keywords: by Julia Hanna; Retail; Web Services

01 Jan 2003
News

James E. Burke, MBA 1949

killed. Industry analysts and advertising experts told us that Tylenol was finished." As several HBS case studies point out, Tylenol was the country's best-selling over-the-counter pain reliever at the time of the poisonings, with 35... View Details

May 2020 (Revised December 2022)
Case

Soofa: Displaying the Right Path?

By: Jeffrey J. Bussgang, Amy Klopfenstein and Amram Migdal

In November 2019, Sandra Richter, co-founder and CEO of Soofa, a network of advertising-supported digital bulletin boards, must decide between two different fundraising and expansion plans for her company. One plan entails raising $15 million in a Series A round and... View Details

Citation

Educators

Purchase

19 Sep 2016
News

A Streamlined Time Inc.

vice president of Time Inc. and president of brands, laid out his vision for a more efficient and innovative future for the 94-year-old media company: “There’s clearly some disruption going on in the marketplace and we’re making some... View Details

01 Jun 2000
News

Going Public: Christopher S. Yeh

then rent to marketers, who send our members online advertisements that match their stated interests and activities." So what's in it for members? ClickDough shares with them at least 50 percent of the revenues it earns from advertisers,... View Details

Keywords: Garry Emmons

01 Jun 2014
News

Faculty Q&A: The Cup Runneth Over

traditional marketing and advertising activities in conjunction with the Cup, as long as they don't impinge on the rights of the sponsors. But over the years, even as FIFA goes to great lengths to keep the Cup free of unauthorized... View Details